Living Lab West drone is a long-term project in the Halland region of Sweden aimed at integrating drone technology and data-driven precision diagnostics into everyday agricultural and horticultural practice.

One part of the project explicitly focuses on including women, young people, and students in agricultural education, the area where NUDGD’s work in behavioral analysis makes its contribution.

The project brings together actors across the agricultural ecosystem to lower the threshold for adopting new technology making drone-based diagnostics a practical and accessible part of everyday farming.

What is it about?

Living Lab West drone operates as a collaborative testing and learning environment where farmers, advisors, students, and technology providers experiment with drone-based precision diagnostics in real agricultural settings. Beyond technological advancement, social and organizational innovation is a central part of the project.

This project is funded under the EU’s Strategic Plan for Common Agricultural Policy (2023–2027) and runs from December 2025 to December 2027.

Our goals

The purpose of Living Lab West drone is to increase the use of drone technology and data-driven precision diagnostics in agriculture and professional horticulture. By testing the technology together with farmers and experts, the project will lower the barriers to digitalization, increase cultivation precision, and contribute to more sustainable and competitive production.

The objective is to develop working methods and solutions that function in practice. Concretely, this means:

• Developing an operational diagnostic loop that makes it easier to move from prototype to practice within cultivation, water management, and wildlife;
• Establishing a platform for data management and AI;
• Creating social and organizational innovations that enable broader participation in the digital transformation of agriculture, particularly among women, young people, and students in agricultural education; and
• Building a long-term collaboration structure to ensure that Living Lab West drone continues beyond the end of the project

How NUDGD contributes

The purpose of Living Lab West drone is to increase the use of drone technology and data-driven precision diagnostics in agriculture and professional horticulture. By testing the technology together with farmers and experts, the project aims to lower the barriers to digitalization, increase cultivation precision, and contribute to more sustainable and competitive production.

NUDGD contributes expertise in behavioral analysis and intervention design to address this gap. The work focuses on understanding why underrepresentation persists and developing new ways to engage women and youth in agricultural technology adoption. There is also a climate dimension: evidence suggests female farmers tend to have lower climate footprints on average, meaning increased participation carries benefits beyond inclusion alone, linking representation to broader sectoral sustainability outcomes.

Inlägget Living Lab West drone: Advancing Tech Adoption in Agriculture dök först upp på Nudgd.

Course held in two sessions on 20 & 27 January

Foto: Katharina Paoili, CEO at Nudgd.

We are excited to launch the course nudging for sustainable cities developed by Nudgd in collaboration with the EIT Urban Mobility Competence Hub. Together, we aim to build capacity across Europe and accelerate the transition to sustainable urban transport systems.

The course Nudging for sustainable cities
The course is designed for professionals working in, or looking to deepen their competence within, mobility, urban development or sustainability and who want to help shape more sustainable, attractive and human-centred cities. The course is based on nudging, a method from behavioural science and design, where smart and intentional adjustments to how choices, environments and services are structured make it easier for people to act in ways that strengthen a city’s sustainability, accessibility and quality of life.

Throughout the course, you will explore how nudging and behavioral insights can make sustainable choices the easy, logical and rewarding option for people, organizations and the planet.

The course is supported by EIT Urban Mobility, an initiative of the European Institute of Innovation and Technology (EIT), a body of the European Union that works to accelerate positive change in mobility and make urban environments more liveable and enjoyable.

What you’ll learn

You will explore the foundations of behavioural science and learn how to apply them in urban contexts. In this course, you will:

• gain concrete behavioural insights that help you understand how people act in city environments
• learn tools to reduce friction and strengthen sustainable behaviours in everyday life
• develop a methodology for identifying human barriers in urban projects
• build the ability to design behavioural solutions that are actually used in practice
• draw inspiration from real cases where nudging has created measurable impact in cities

You will learn how to combine behavioural science, design and planning to create interventions and communication that people not only appreciate but actively choose supporting the development of more sustainable, liveable and human-centred cities.

Download the broschure here

The course is designed for professionals working in:

• urban planning and urban development
• mobility and transport planning
• sustainability strategy and policy
• public health or behaviour change
• communication within the public sector or urban development
• project management in urban innovation and sustainability initiatives

Whether you work strategically or operationally, you will gain tools that strengthen the impact of your work and increase the effectiveness of the projects you lead.

Voices from previous courses

“A very interesting course covering many areas of sustainable travel. A tasteful mix of theory and examples of behavior-influencing activities from across Sweden. The course leader was knowledgeable and pedagogical. We are very satisfied with the course!”
— Region of Västerbotten, Sweden

“Nudgd highlights the benefits of shifting travel behavior towards
sustainable mobility in a fun and clear way. We especially appreciated the tips shared during the webinar, those kinds of tips make it easy to ‘copy and paste,’ which we definitely plan to do to accelerate our path towards sustainable mobility.”
— Mälardalen Energy Agency, City of Eskilstuna, Sweden

What is nudging?

Nudging is a cost efficient, impact-driven approach to changing behavior without restricting choice. In the context of for example urban mobility, it’s a smart way to encourage better decisions, like choosing to bike over taking the car, or trying a shared mobility service. 

By the end of the course, you’ll know how to apply these methods.

Explore real-life nudging projects

See how we’ve turned behavioral insights into measurable, real-world impact, from cleaner streets and healthier workplaces to more sustainable travel habits across Europe.

Client Stories

Download the broschure

About us

Nudgd provides digital tools and advisory in behavioral design and nudging for sustainable behavior. Our work has been awarded with the European Commissions Mobility Action Award, European Startup Prize for Mobility and the Nudge Awards.  We turn behavioral challenges into practical solutions that deliver ROI and measurable results. Contact us at [email protected]

News on nudging

Do as over 1,000 others! Sign up for our newsletter if you are curious
about nudging and behavioral design.

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This project is supported by EIT Urban Mobility, an initiative of the European Institute of Innovation and Technology (EIT), a body of the European Union. EIT Urban Mobility works to accelerate positive change in mobility and make urban environments more livable and enjoyable. Read more about it: eiturbanmobility.eu

Inlägget Nudgd launches new course Nudging for sustainable cities dök först upp på Nudgd.

Hi Karin, welcome to the team!

Why do you find working with sustainability interesting?

Today, we live in a system that keeps pushing the limits of what our planet can handle. As time goes by, we’re crossing boundaries that could, in the worst case, become irreversible. In our part of the world, we live as if we had 4.2 planets supplying us with resources. Climate change and the loss of biodiversity are often seen as the most critical of our global crises. To me, sustainability is the most important issue of our time. It’s relevant at every level of society, both individual and systemic. It’s about innovation and technological development as much as it is about systemic change, values, equality, and about doing more with less.

What made you interested in nudging and behavioral science in the first place?

We can reverse the trend, but it requires changes in systems, policies, and behaviors. And that’s where behavioral science and nudging come in as concrete strategies and tools for change. I’ve long been interested in the work Nudgd does in areas like mobility, resource consumption, and how, grounded in behavioral science, they drive measurable change. With one foot in communication studies and the other in human ecology, I see nudging and behavioral design as incredibly powerful tools for transformation.

What do you bring to the organization?

I bring my experience from the sustainability field and have a deep understanding of the balance between our global challenges, where the organization wants to go, and what is practically achievable. That enables me to see how Nudgd can translate complex sustainability challenges into tangible projects that align with both strategy and a future within the planet’s boundaries. As a true project manager at heart, I also contribute by optimizing our processes, ensuring clarity, and helping our experts succeed in their important work.

What’s your favorite nudge, and why?

I’m very fond of The Fresh Start Effect, which isn’t exactly a nudge in itself but rather a mechanism that enables behavior change and sets the stage for an effective nudge. It’s based on the idea that when we experience a sense of a new beginning, like starting a new job, a new year, or even a new week, where we’re more open to changing old habits. Generally, we humans are stubborn creatures of habit, but when we get the feeling of turning a page or beginning a new chapter, we soften and become more willing to change. It’s no coincidence that people suddenly decide to start running marathons at 40! I love how we at Nudgd can use our knowledge of psychology and behavioral science to help people shift toward more sustainable behaviors. Beyond running marathons at 40.

What do you do when you’re not working?

When I’m not working, I sleep in and have coffee in bed. I run, read books, and spend as much time as possible with my kids and my newlywed husband (shout out!). A perfect day off might start with sleeping in, coffee and a book in bed, then a soccer tournament with the kids, a run, kids and their friends running back and forth between houses, maybe a cold dip, and finally a spontaneous dinner with wine and candy for dessert while friends drop by.

Welcome to Nudgd, Karin!

Inlägget Get To Know Karin, our New Project Leader! dök först upp på Nudgd.

Hi Helena, welcome to the team!

Why do you find working with sustainability interesting?

Climate change is the result of human behavior – our choices and actions towards the planet brought us to where we are now. That’s why, to move forward, we need to focus on changing behavior. I also see sustainability as something that’s often treated as a new concept, when in reality it’s rooted in centuries-old principles: taking only what you need from nature and living with it, not against it. Somewhere along the way, we forgot how to do this. Working in this field feels like an opportunity to help us remember and to design systems that make sustainable choices the natural ones.

What made you interested in nudging and behavioral science in the first place?

Back in 2017, I was at a crossroads, unsure of what direction to take next. During one of my late-night Google searches, I stumbled upon the book Nudge. I bought it the next day, and once I started reading, I couldn’t put it down. Page by page, I realized: this is it. This is how I want to apply my psychology background, not just to understand human behavior but to shape environments and systems that make it easier for people to make better choices and create positive change.

What do you bring to the organization?

I bring deep expertise in behavioral design, applying psychology to create practical, science-based solutions that drive positive change. My experience spans diverse industries and multicultural environments, from workplace settings to global events such as the FIFA World Cup Qatar 2022, where I contributed to nudging fans toward more sustainable and healthier behaviors. Underpinning all my work is a strong curiosity about human behavior, which fuels my continuous learning, experimentation, and innovation.

What’s your favorite nudge, and why?

One of my favorite nudges comes from a project I worked on to reduce food waste in a workplace cafeteria with a buffet system. People often take more food than they can eat, which leads to significant waste. We introduced dynamic feedback messages on a simple white board at the entrance to the cafeteria showing how much food was wasted the previous day, how many people that wasted food could have fed, and a call to action to reduce waste. The result was a 30% reduction in food waste which proves that small, well-designed interventions can make a big difference.

What do you do when you’re not working?

I love spending time with my husband and two kids, going for long walks, gardening, and getting lost in a good book.

Welcome to Nudgd, Helena!

Inlägget Meet Helena, our New Behavioral Designer! dök först upp på Nudgd.

Welcome to our team, Tanja!

Why do you find working with sustainability interesting?

For me, it all starts with people, not only as individuals, but within the bigger picture of families, organizations, and society. To me, sustainability is essentially another word for care, care for our future, our children, and everything around us.

As a marketing strategist, I know how quickly words can spread, but also how difficult it is to create real behavioral change. That’s why it feels meaningful to work in an organization that helps people understand and choose sustainable options. For me, there’s no line between work and life when it comes to sustainability, it’s just as important in my projects as it is around the kitchen table at home.

What made you interested in nudging and behavioral science in the first place?

I’ve always wondered: why don’t people do what they say they want to do? When I discovered nudging, I realized it offers a concrete way to apply behavioral science in practice, the missing puzzle piece I had been looking for.

We can actually help people take the steps they already want to take, but that often gets lost in the noise of everyday life. The key lies in shaping choices and environments so that it becomes easier to do what people already intend to do. That impact is exactly what makes nudging so exciting to me.

What do you bring to the organization?

I bring 15 years of experience in marketing communication and brand strategy, combined with an entrepreneurial drive and a strong ability to build relationships. My strength is making complex issues clear and engaging and creating communication that inspires people to act, not just think.

At Nudgd, I want to use that experience to highlight both the company’s and our clients’ stories, strengthen visibility and positioning, and contribute to the company’s internationalization journey into new markets. Being part of that journey feels both meaningful and rewarding and I look forward to contributing with strategy, commitment, and drive.

What’s your favorite nudge, and why?

I love nudges that make people feel like winners. For example, when stairs are turned into a piano and suddenly more people choose them over the escalator. That kind of playfulness shows that change doesn’t have to be difficult or heavy, it can be joyful and natural.

What do you do when you’re not working?

Outside of work, I’m a mom of young children and much of my time is spent with my family. I also co-founded Womenation – a network for career-driven women and entrepreneurs who want to grow and take the next step. In just over two years, it has become an important platform for inspiration and development in the region in the region of Sweden where I live, home to nearly half a million people.

I recharge on the dance floor. I’ve been a Zumba instructor for over ten years, and for me, dancing is the best way to reset and be fully present in the moment.

Welcome to the team, Tanja!

Inlägget Our New Marketing Manager – Welcome, Tanja! dök först upp på Nudgd.

We are proud to announce that Nudgd has been selected as one of five finalists in the global innovation competition Sustainable Cities Challenge, organized by the Toyota Mobility Foundation in collaboration with Challenge Works and the World Resources Institute.

Nudgd was chosen from over 120 entries worldwide for our digital platform Smart Nudges, which uses behavioral science and nudging to encourage more sustainable travel habits. The award includes a grant of 130.000 USD to implement our solution  in the city of Venice, Italy.

“We are incredibly proud to contribute to a more sustainable future in such an iconic city as Venice. This recognition shows the true power of behavioral design to create real change in people’s everyday lives,” says Katharina Paoli, CEO of Nudgd.

What’s the Challenge?

Organized by Toyota Mobility Foundation, The Sustainable Cities Challenge in Venice aims to increase low and zero-carbon transport modes in the city of Venice. Three focus areas are targeted for the improvement: active mobility, public transportation use, as well as usage of shared mobility.

Venice, together with the mainland area of Mestre, has made significant investments in sustainable mobility—ranging from a growing 180 km bike lane network and hybrid car-sharing services to multi-modal public transport systems across water, land, and rail. 

Despite these options, they remain underutilized. Residents of Venice still frequently chose the car –  even for shorter distances

To address this, the City of Venice is seeking innovative solutions that shift behavior by focusing on user motivation to utilize these existing infrastructure.

Nudgd’s Solution

By leveraging behavioral insights and digital innovation, we’re aiming to deliver timely and personalized nudges to the citizens of Venice—encouraging them to choose more sustainable transport options like walking, cycling, and shared mobility solutions.

On top of that, we will also complement our platform with physical nudges and exciting events to encourage sustainable mobility habits.

We’re honored to be one of the finalists  in this global challenge and help shape more sustainable travel habits for urban living in Venice-Mestre.

Interested how our journey will unfold? 

Follow our socials below and subscribe to our newsletter!

Inlägget Nudgd Named Finalist in The Sustainable Cities Challenge! dök först upp på Nudgd.

Hi Anna, welcome to our team!

Why do you find it interesting to work on sustainability?

At the age of 17, I made an active choice – if I’m going to spend a third of my waking hours working, it’s important to me that I do it at a place that contributes to something good. I associate sustainability with respect. If we make respectful and conscious choices for ourselves, for others, and for our planet, we will create sustainability together.

What made you interested in nudging and behavioral science in the first place?

It started with myself – I wanted to grow and move on to something new, then I thought: how should I do that? After that, I started working as a leader and became very interested in how to make teams feel good and comfortable and perform at a high level. Pretty quickly, I realized that individuals can do a lot, but we’re also deeply influenced by the context and culture we’re in. Behavioral change is truly a complex and fun subject!

What added value can you bring to the organization?

I hope to contribute to the co-creation of a sustainable work environment and sustainable business. I think that’s a beautiful combination to carry with you. When we have a good work environment, we tend to create better business results! Nudgd is – and should continue to be – a leader in behavioral design, and that means we should also set high standards for our internal environment.

What is your favorite nudge and why?

It’s good if we eat more fruits and vegetables. Set out a bowl of different fruits and vegetable sticks. You don’t have to say anything, just set it out. The whole family is guaranteed to eat more green options.

What do you do when you are not working?

I am currently taking a one-year advanced course in sound therapy. I wanted to approach music and sound in a completely non-prestigious way. Sound therapy is very exciting, it can help us enter a meditative state where we get a lot of recovery and conscious presence.

Inlägget Our New HR Manager – Welcome Anna! dök först upp på Nudgd.

We are thrilled to announce that Nudgd has been selected to participate in the Swedish-German Cleantech Platform (SGCP) for 2025! This accelerator program, organized by the Swedish Energy Agency in collaboration with the German-Swedish Chamber of Commerce, offers an exciting opportunity to continue our goal of making cities more sustainable and making a meaningful difference.

This is not our first project in Germany. In 2024 we shared behavioral insights on mobility behaviors both together with Digital Mobility Hub at UnternehmerTUM in Munich and as partner to the REALLOCATE project. In collaboration with the city of Heidelberg, we recently facilitated a workshop to tackle behavioral challenges in low-traffic zones. The insights gained from this effort highlight the importance of cross-border collaboration, and we look forward to applying similar approaches to drive impactful and scalable change through the Swedish-German Cleantech Platform.

Through this program, we are eager to learn from experts, connect with stakeholders, and refine our platform addressing sustainability challenges. The Smart Nudges platform is designed to boost behavioral change and empower individuals to make more climate-friendly choices in their daily lives. We are looking forward to collaborating with German partners and exploring how our expertise and platform can support efforts to reduce emissions and promote sustainable solutions.

To not miss any of our updates, follow us on our Linkedin or subscribe to our newsletter as we take part in this opportunity to make sustainable choices easy in Germany.

Inlägget Nudgd participates in Swedish-German sustainability initiative! dök först upp på Nudgd.

We are so excited to announce that we have been selected as semi-finalists for the Sustainable Cities Challenge in Venice. This means that we now have the fantastic opportunity to work with the City of Venice to promote more sustainable transport modes and habits for its citizens!

The Sustainable Cities Challenge in Venice is an initiative by the Toyota Mobility Foundation. The challenge focuses on shifting transportation behavior to increase the adoption of low and zero-carbon transport options, including public transport, shared mobility, and active mobility such as walking and cycling.

The City of Venice is an iconic Italian port and one of the world’s oldest tourist and cultural centers. It is made up of the historic city of Venice and mainland urban areas such as Mestre and Marghera.

Venice has invested in developing an impressive range of sustainable mobility options, that include water, land, and railway. However, this diverse range of low to zero-carbon modes of transport is currently underutilized. That is where we at Nudgd come in! Our goal is to nudge Venice’s citizens to increase their use of low-carbon and zero-carbon transport modes in their city using smart, digital nudges powered by behavioural science leveraging the proven success of our Smart Nudges platform.

We are so excited to be part of this amazing opportunity, so follow us on our socials below or sign up for our newsletter to stay tuned and see how our journey in Venice unfolds!

Inlägget We are semi-finalists for the Sustainable Cities Challenge in Venice! dök först upp på Nudgd.

With great pride and joy, we at Nudgd are pleased to announce that we have won the coveted Mobility Action Award. This award is not just a victory for us but also a confirmation of the positive impact we have on society and the environment.

In collaboration with the City of Helsingborg, through Smart Nudges Mobility, we have revolutionized how students, parents, and teachers think about and choose sustainable travel habits. By applying nudging principles, we have created a powerful change in travel behavior, which has contributed to more sustainable and environmentally friendly mobility within the school world.

The ceremony in Brussels became a memorable event where our CTO, Ola Rynge, together with Emma Kangas, project manager at the City of Helsingborg’s environmental administration, proudly received the award.

We want to extend a heartfelt thank you to our dedicated team, our partners, and all of you who believe in our mission. Your support inspires us every day and is crucial for our continued journey – this is a success we share together!

A special thanks is also directed to Emma Kangas, Åsa Bjering, and the rest of the team at the City of Helsingborg, as well as EIT Urban Mobility. Without your help, your support, and your collaboration, this success would not have been possible.

Receiving the Mobility Action Award is an important milestone that not only recognizes the work we have carried out but also underscores our determination to continue developing and implementing solutions that make it easier for people to make sustainable choices.

You can also read more about our project and the results here

Inlägget Nudgd wins the prestigious Mobility Action Award! dök först upp på Nudgd.